One can sense that the latest bimmers are Designed in two ways.
A truley great looking car as the M3, with the M Sterring wheel, and all the cool bits.
As opposed to the standard stuff, which are getting more and more bland, next to older generations.
Which lead to, an increased attention to choose the right colours and packages, and my guess, more money in accesories and equipment.
Wrong speced bimmers with wrong colours... Reminds me of Audi, boring and bland imo!

I'll play Devil's Advocate here.

Conservative design typically correlates with higher sales. The volume of 1, 3, 5, and 7-Series you see on the road typically don't have the M-Sport workings. They're less off-putting to your average buyer. You always have the option to spec up your car to look the way you'd like, and in this case, it's not much of a cost premium versus, say, a sport package-equipped model.

They can capitalize on both demographics by increasing the margin of conservative vs. radical styling options.